mercado de cafés especiais e a sustentabilidade da indústria de café - palestra apresentada...

Tendências nos EUA Mercado de Cafés Especiais

David Griswold, PresidentSustainable Harvest Coffee Importers

A EmpresaFundada em 1997, a Sustainable Harvest é uma das maiores importadoras em volume de cafés certificados orgânicos e fair trade na América do Norte, e os vende para os principais torrefadores de especiais.

David Griswold foi presidente da SCAA no biênio 2002/2003, e no Conselho da SCAA durante 6 anos. Ele começou importando cafés especiais do México em 1990, e foi um dos pioneiros em cafés orgânicos e cafés especiais sustentáveis. Criou o termo “Café de Relacionamento”.

A Empresa

Building a SustainableGlobal Supply Chain

similarprojectscope

Mexico

PeruBrazil

Costa RicaNicaragua

GuatemalaHonduras

TanzaniaRwanda

Ethiopia

BoliviaEcuador

Colombia

Our sources

Oaxaca, Mexico

Portland, Oregon(USA)

Lima, Peru Kigoma, Tanzania

13 paises180,000 productores80+ coops/fazendas3 oficinas en origin

Mercado dos cafés especiais

i. O mercado

ii. Novas tendências no mercado

iii. Lições aprendidas com os cafés especiais

Mercado de café dos EUASources: SCAA,

D. GiovanucciMintel

Specialty$14 Billion

Traditional$17 Billion

SpecialtyTraditional

Mercado de café dos EUA é o maior do mundo; Os cafés especiais são praticamente a metade do

volume em dólares

$31 Billion2009 Market Size*

*Estimativas do setor

Marcas de cafés especiais

Cresciemento

Taxa de crescimento anual composta de

8,2%

0

3.75

7.5

11.25

15

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Cafés especiais no mercado dos EUA

Crescimento dos cafés especiais acelera Source:SCAA

Crescimento acelera

Compound Annual

Growth Rate 7%

0

90.00

82

41

Crescimento subjacente Tendências:

Lojas/Casas de Café

Crescimento

Tendência para o

“Premium “

Valor da “Xícara”

US$10,99/lb = 27 centavos

de dólar/xícara

Xícaras de cafés especiais/dia no mercado dos EUA (em milhões)

Principais tendências do mercado dos EUA

Outlook •A tendência de aumento do consumo de cafés especiais continuará...

•No varejo, a novo concorrência aos cafés especiais virá daqueles “adjacentes” à categoria

• As pessoas “cresceram” tomando cafés especiais

Principais tendências do mercado dos EUA

Outlook

•O consumo da geração mais velha diminuirá; uma grande impulsionadora do consumo de café tradicionais

•O consumo fora de casa impulsionará o crescimento de melhor consumo “em casa”.

Principais tendências: cafés orgânicos •O volume de café orgânico cresceu 12% em 2008, para quase 90 milhões de libras de importados.

•O café orgânico corresponde atualmente a 3% do mercado de café dos EUA.

•O valor de varejo atingiu US$1,3 bilhão, tornando-o o produto orgânico importado mais valioso importado para a América do Norte.

Estratégias para o café especial

Ser diferente e melhor em algo que importa para uma base de clientes suficientemente ampla.

Elaborar e alavancar a capacidade de o fazer melhor do que a concorrência por meio de investimento em pessoas, lugares e produtos.

Segmentar o mercado e conseguir uma participação maior em um nicho menor [torta menor]

Quem faz o quê?

}

Parcela do importador $0.17

US$9,95 é o preço no varejo

Parcela do produtor$1.70

$0.68 Diversos (perda com a torra, frete, financiamento, aduana, custo do

Parcela do Varejista$3.65

Parcela do Torrefador$3.75

Parcela dos varejistas e torrefadores com base nas estimativas do setor.

}

}}}

Nossa abordagem Estratégia:Seja diferente e melhor em algo que tem importância para uma base de clientes suficientemente ampla.Execução:Focada no café orgânico e fair trade que é o segmento que mais cresce nos cafés especiais. Com o valor de varejo de US$1,3 bilhão, o café orgânico é o produto orgânico mais valioso da América do Norte.

The 5 Ts

Our business model

• Rastreamento• Transparência• Treinamento• Tecnologia• Apoio ao negócio

O modelo de relacionamento

Cupping Reports

Taste Calibration

Financial Data

Natural Capital Center721 NW 9th Ave. Suite 235Portland, OR, 97209

(503) 235-1119(503) 296-2349

Date of Contract 01/30/09

Roaster Coffee Contract - Contract # GURA05-1-DL9

Buyer:Dillanos

1607 45th Street EastSumner, WA 98390United States

Seller:Sustainable Harvest 721 NW Ninth Street, Ste 235Portland, OR 97209U.S.A.

Date : 01/30/09

Total Quantity : One hundred and forty (140) 69 kg bags approximately 152.145US pounds

Description : Guatemala Rio Azul Huehuetenango SHB EP FLO ID 2270 Fair Trade , Current Crop . Target score is 84.

Price per lb * : $ 2.2000/lb

Price per bag : $ 334.72 USD

Value of the Contract : $ 46,860.66 USD

Delivery : May 2009 to Seattle

Payment : Net 30

Moisture content should fall within SCAA standards that define a minimum of 10% and maximum of 12% for washedcoffees, and 10%-13% for naturals.

*Contracts of fair trade coffee are subject to the financial terms and conditions as set forth by FLO and TRANSFAIR USA.The coffee price of $ 2.2000 applies when the NY C is at or below $ NA . If the shipper fixes above $ NA , the differencebetween the fix level and $ NA will be added to the sales price of this contract. The shipper must exercise its price fixingoption no later than the B/L date or First Notice Day, in which case the buyer will be duly notified.

The signing of this contract signifies the acceptance of all the terms herein, as well as the terms stated. In the event wedo not receive a signed contract or objections to the terms herein within 5 business days, you will be deemed bound bythe terms of this contracts.

We are a certified organic coffee importer under CCOF, and registered certified under the USDA National Organic Programlaw. All products sold as organic are “Organically Grown and Processed” in accordance with the California Organic FoodsAct of 1990." We are a certified importer of Fair Trade Coffee under TransfairUSA.

Late payments incur interest charges of 1.5% per month (18% annually). Customer is responsible for warehouse charges.Unpaid coffees remain property of seller until payment received. This contract incorporates the provisions, terms andconditions of the spot, ex-dock, ex-warehouse coffee contract of the Green Coffee Association (GCA) of New York City,Inc, including all rulings, bylaws, and arbitration procedures in effect on the date thereof.

721 N.W. Ninth, Suite 235Portland, OR 97209Phone 503.235.1119Fax 503.296.2349

FDA Food Facility Registration Number:12267991116FLO ID: 1195

DateInvoice

No.

02/11/09SH -

51956

Bill To

Green Mountain33 Coffee LaneWaterbury, Vermont 05676

Ship To

Green Mountain33 Coffee LaneWaterbury, VT 05676

P.O. No. Terms Due Date FOB D.O. No.

PEAT02-B-GM9 Net 20 03/03/09NJ - Continental

Terminals2874

ITEM MARKS, NUMBER AND DESCRIPTIONS QTY RATE AMOUNT

PEAT02-B-GM9(FTO)

030-0683-0261Peru Tabaconas FLO ID 20327Bags weigh 152.145 Lbs, Green CoffeeProducer Coffee price $1.55/Lb ** This Contract is fixed at the Fair Tradefloor price.

278 235.82 65,557.96

Shipping &Importing Fees

$0.2050/lb, Reflects the cost of shipping,drayage, customs, and financing coffee fromorigin to USA of $0.1400/ lb. andSustainable Harvest at Origin cost of$0.0650/lb, to support farmer capacitybuilding at origin.

8,670.74 8,670.74

Cafe Moto InventoryReport

February 13th,2009

Current Inventory

Contract Description QtyPurchased

Marks QtyReleased

QtyRemaining

Price/ Lbs

Updatedprice

incl. F &S

LandedApproval

Warehouse

CRCO03-1-MO8

Costa Rica Reserva Llano Bonito SHB FT

250 bags 0005-0139-0010

130 bags 120 bags 1.8800 2.1000 04/04/08* SLO -Annex

Warehouse

ETYG03-3-MO7

Ethiopian Yirgacheffe-2 FTO

150 bags 0010-0150-0044


Warehouse

NISO04-1-MO8

Nicaragua Las Hermanas FTO

250 bags 0017-0171-0007


Warehouse

PECS10-B-MO8

Peru Casil "Los 12 Apostoles" FLO 3651 FTO

228 bags 0030-0621-2041

67 bags 161 bags 2.0600 2.1200 11/25/08 SLO -Annex

Warehouse

TZKY12-1-MO7

Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects) CONV

22 bags 0033-0060-0001


Warehouse

* These coffees have been in your inventory position over 10 months, we ask you to pick up the remaining coffee balance at your earliest convenience. AllSustainable Harvest coffees are of the highest quality standard and are expected to be picked up by the buyer within a 10 month period to retain their qualityattributes.

In Transit

Contract Description Supplier ApprovalDate

BL Date Marks ETA

TZKY12-1-MO8

Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects) CONV

Kanyovu CoffeeCuring Coop

10/27/08 01/05/09 0033-0060-0003

Feb 28

Forward Contracts

Contract Description Supplier Originaldeliverymonth

QtyPurchased

Price / Lbs ApprovalDate

Notes

CRCO04-3-MO9 Costa Rica Reserva Llano Bonito SHB FLO ID 718 FT

Coocafe R.L. April 2009 250 bags Fixed1.9400

-- ETA Select ifdifer/

02/11 CSPaz:wait info in twoweeks for thesample of this

contract.

NISO05-2-MO9 Nicaragua Las Hermanas FTO

UCA Soppexcca May 2009 250 bags Fixed2.2900

--

721 N.W. Ninth, Suite 235 • Portland, OR 97209 • Phone 503.235.1119 • Fax 503.296.2349

| ©2005 Sustainable Harvest Coffee Co.

Important Trade Documents

The 21 de Septiembre cooperative recently broke away from a larger organization that mixed high altitude, high

quality beans with lower grade coffee, preventing members from receiving the full value of their coffee.

IndependenceThe 21st of September is a small cooperative that

broke away from a larger coffee exporting

organization in Oaxaca, Mexico. Now, as an

independent entity, the 21st of September sells its

coffee via Sustainable Harvest to specialty roasters

with a more direct and transparent business

relationship.

The StoryIn December 2005, the 21st of September

cooperative became an independent coffee producers’

organization. When the co-op was founded in

September of 1992, it choose its name because it

represented 21 coffee producing communities. It has

since increased to 23. The majority of the co-op’s

members are of the Mixteca indigenous group. Thirty-

five percent of the members are women. The farmers

are from communities near Putla, where the co-op is

headquartered, and they manage small plots of land in

what many roasters consider the best coffee region in

the state of Oaxaca, Mexico. All the coffee is shade

grown, with fruit and Ingas trees providing a shade

canopy. Farmers also produce staple crops like corn,

beans, and bananas for family consumption.

As an independent coffee organization, the 21 of

September is realizing the true value of their high

quality coffee. They sell to several of the most

selective coffee roasters in the US market. The

growers have chosen Sustainable Harvest as their

exclusive buyer and Sustainable Harvest provides the

co-op with farmer training and logistical support.

LocationThe 21st of September cooperative is located in the

town of Putla in the western, mountainous region of

Oaxaca, Mexico. The farmers grow their coffee on

land near the small towns of Santa Lucia, Monteverde,

Santa Cruz Itundujia, Santiago Ixtalyutla, La Reforma,

and Santa María Zacatepec.

21 OF SEPTEMBER, MEXICO

Sustainable Harvest has established an Origin Africa office in Kigoma in order to ensure that the unique KAN-

YOVU coffee maintains high quality, and to connect this remote region to new markets

Promoting a Sustainable Living KANYOVU represents 4,000 Tanzanian

farmers who work in one of the world’s most

threatened eco-systems. Sustainable Harvest is

improving coffee quality there in order to increase

farmer profits, and decrease pressures on the

landscape, and provide Tanzanians with a sustainable

income.

The Story In 2007, Sustainable Harvest began a new

Relationship Coffee project to link specialty coffee

roasters with the KANYOVU Coffee Curing Joint

Enterprise. KANYOVU is an umbrella organization

that represents ten smaller primary societies in the

Kigoma Region in Tanzania, on the border of the

Gombe National Park.

Kigoma, one of the most remote and

impoverished regions in Tanzania, possesses all the

essential elements needed for quality coffee: high

altitude, good soils, and heirloom varietals. But this

relatively young cooperative’s inexperience and

remote location formerly hindered its access to

markets.

Sustainable Harvest became involved in the

project to help increase farmer incomes in the region,

while reducing activities associated with deforestation

and the bush meat trade. The project represents a

unique opportunity to protect one of the few remaining

chimpanzee populations in Tanzania.

Over the past year, Sustainable Harvest has

provided much needed farmer training and

infrastructure development to ensure that KANYOVU

coffee can reach its full quality potential.

Location KANYOVU is located in the Kigoma Region

in the westernmost part of Tanzania. The mountains

that extend north along the shore of Lake Tanganyika

to the Burundian border are part of the Great Lakes

region, a place where East and Central African eco-

systems converge. Because of its position, the area

KANYOVU, TANZANIA

Crust

Fragrance / Aroma

0457 Brazil Natural

Carrier 12:34 PM

Cupping Session #1234

0456 Ethiopia Natural

Samples

Carrier 12:34 PM

New Sample DoneBack

State

Producer Coop 21 de Septiembre

Country Mexico

Type Preshipment

Oaxaca

Process Washed

85.5

84.0

0458 Mexico Washed

83.5

Carrier 12:34 PM

Sample #0456

0 10

8.25

Dry

QualitiesFloral, Chocolaty

Intensity

Acidity

Carrier 12:34 PM

Sample #0456

0 10

8.50


Carrier 12:34 PM

Sample #0456

Intensity

Body

Carrier 12:34 PM

Sample #0456

0 10

8.50

CommentsPotato

Flavor

0 10

8.50


Aftertaste

0 10

8.50

Carrier 12:34 PM

Sample #0456

Carrier 12:34 PM

Sample #0456

Uniformity 10


Balance

0 10

8.50

Clean Cup 10

Sweetness 10

Carrier 12:34 PM

Sample #0456

Carrier 12:34 PM

Qualities DoneBack

Earthy

Nutty

Chocolaty

Floral

Clean

Peanuty

New Defects 2

1 Cup

2

3

CommentsPotato

Taint

Fault

“Making coffee the currency of hope”

mercado de cafés especiais e a sustentabilidade da indústria de café - palestra apresentada...

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